Abstract

This study extended the theory of planned behaviour (TPB) to predict youth's customer loyalty. Replacing TPB's traditional subjective norm with a norm from a behaviourally relevant group, the findings supported the model's predictive efficacy. However, youth's hedonic consumption moderated the relationships between TPB's predictors and loyalty. Hedonic consumption increased group interactions, which in turn increased group norm's influence. Conversely, with low hedonic consumption, attitude and perceived behavioural control were stronger than the group norm. The findings suggested the importance of group norm, particularly with hedonic behaviours enacted in groups. Managerial implications included how to reach youth through hedonic consumption and peer groups.